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Wed 23 May 2007 02:01 PM

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'Golden Arches' set to expand

McDonald's revs up its expansion drive on the UAE's fast food track with new branches.

Fast food giant McDonald's is set to open 10 new restaurants within the UAE by the end of this year.

Rafic Fakih, managing director of McDonald's UAE, said the expansion drive will be modeled on the success of the existing 44 outlets, to be "strategically located across the country."

The chain has also recently launched its open-door initiative in the region, in a bid to educate diners about how its food is prepared.

The tours, which encourage diners to visit kitchens, have been rolled out globally, with Qatar, Kuwait and the UAE already taking part in the program for the Middle East region.

"The program so far has received very positive feedback from both media and public, some of them were really impressed with the quality of the ingredients we use, the way we handle and prepare the food and the cleanliness and safety standards in place," Fakih commented.

Fakih said the scheme had been developed to instill pride in the food among diners, and demonstrate the chain's commitment to quality.

Set to run for an indefinite period, the tours have been developed to provide a closer look at the ingredients used, the preparation process, and the hygiene and safety measures in place, using the tagline: ‘Our kitchen, your kitchen, learn about us from inside'.

George Khawam, director of marketing for McDonald's Kuwait, which is owned and operated by Al Maousherji Catering Company, said the move would allow customers an insight into how the crew operates behind the scenes, from the receipt of raw ingredients to the serving counter.

Participants receive a certificate of attendance from the duty manager after the tours, which will be held on specific dates to avoid overcrowding.

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